Building a Category with AI Wearables with Chris Villarreal, Global Director of Marketing for Wearables at Meta

This episode features an interview with Chris Villarreal, Global Director of Marketing for Wearables at Meta. Chris and his team build and scale programs to drive consumer education, desire, and adoption of immersive devices. Previously, he was the Head of Brand for Meta Financial Technologies, leading brand management, integrated marketing, and the Creative Studio. He has also held roles at Goldman Sachs, American Express, and Equinox.

In this episode, Kailey sits down with Chris to discuss insights on category creation, the significance of solving real consumer problems, and how Meta is leveraging multimodal AI to enhance everyday life with their Ray-Ban Meta Glasses.

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Key Takeaways:

• Wearable technology has evolved significantly with integrated AI for real-time language translation, improved audio and camera quality, and practical daily utilities.
• Creating and promoting a new product category involves raising awareness through high-profile events, leveraging authentic communication via creators, and ensuring marketing messages are consistent across all channels.
• Creating a successful product category requires solving real customer problems and creating delightful user experiences.

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“ What we're trying to do is create more and more value throughout the day for you to be wearing this wearable all the time. It goes from something that you use for a specific use case, like taking a picture or sharing your point of view or listening to something, to something you want to wear all the time, because you're actually finding utility.” – Chris Villarreal

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Episode Timestamps:

‍*(02:14) - Chris’s career journey

*(04:09) - Trends influencing wearable technology today

‍*(06:20) - What differentiates Ray-Ban Meta Glasses from other wearable technology

‍*(13:02) - Safety and privacy guardrails around Meta’s Glasses 

‍*(20:11) - How Chris defines ‘good data’

‍*(35:01) - Chris’s recommendations for those creating a new product category

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Links:

Connect with Chris on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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